SM-03_consumers

SM-03_consumers - IntroductiontoSport Marketing Lecture3:...

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Introduction to Sport  Marketing Lecture 3:  Sport Consumers
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Lecture 3. Overview Identify the different motives consumers have for buying  sport products and services. Explain the effects of each motive on sport consumption. Highlight the external factors that can influence the  behaviour of sport consumers. Specify how the external factors can be influenced by sport  marketers in order to enhance product usage.
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Principle 3.1.  A sport consumer is an individual who purchases  sporting goods, uses sport services, participates or volunteers  in sport, and /or follows sport as a spectator or fan. A consumer is an individual or group who use a sport or  sport-related product or service in exchange for a direct  payment.   Sport consumers are the end users.  There are four categories of sport consumer: 1. sporting goods consumers 2. sport services consumers 3. sport participants and volunteers  4. sport supporters, spectators and fans 
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Sport consumer motives Why are consumers motivated to buy sport-related  products and services? We must understand consumer motivations in order to  tailor products to consumers’ needs.  The more that is understood about sport consumers, the  easier it is to approach them with enticing marketing. Sport consumers attend games, follow certain sports and  buy certain products for a multitude of reasons  
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Different ways to analyse consumer motives An economic view suggests that people behave  rationally and use sport products that meet their needs  for quality and value. But we know sport consumers do not necessarily behave  rationally because of their emotional connections.      A psychological perspective of motives suggests that  people’s attitudes and motivations (or desires) will  predict what they buy.   A social perspective suggests that people may be  influenced by their social circumstances. 
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Principle 3.2 : Sport fan motives for consuming sport products can be  summarised into three categories: 1) psychological motives, 2)  socio-cultural motives, and 3) self concept motives. Psychological motives concerned with the interest and enjoyment derived from  sport Socio-cultural motives related to the opportunity for social interaction and cultural  connections. Self concept motives concerned with creating an identity through group  belonging, connections, and vicarious achievement.  (Beer for the lazy fan case)
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Principle 3.3 : Psychological motives for sport fans include the  opportunity for stimulation, escape, aesthetic pleasure, and a  sense of dramatic entertainment.  Stimulation
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SM-03_consumers - IntroductiontoSport Marketing Lecture3:...

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